Velvet Hammer Branding tells you:

"A brand can be a product, a service, a company, a country, a person, a government, a Formula 1 team, a religion, an idea etc. – even your mother. That should convince you that it’s worth defining a brand's basics before you start to promote it."

Wolfgang LEIS

"Humans make decisions based, first of all, on instinct, then emotions, then intuition and less so on rationale and logic. So you really expect to win consumers minds' merely with brand values like quality, performance, durability, value, etc.?"